Something people might often worry about is their identity and how to express who they are. When looking for an outlet to do so, the easiest way to show what kind of person he is, clothes are usually the first choice: a black t-shirt with a cynical saying, or maybe some skinny black jeans. Whether advertising agencies created the personalities that accompany the clothes or took advantage of what was already there, clothes are often sold as more than just clothes. Companies need to ask themselves how to convince consumers to buy their product over the competition's, regardless of the price difference. In particular, Levi's Jeans, a more than 150-year-old American company, has tried several approaches to tailoring the type of consumers who buy their jeans. Pants are made differently for all different types of people. Levi's jeans are synonymous with being American, being created by Americans and worn by Americans of all statuses and types. They may conjure up images of ranches and overalls, hard work on farms, and relaxing in the Midwest. Over the years, as more and more companies started making and selling jeans, Levi's has had to change their image to attract more and more new consumers, but going to their website, their front page will still show a lone grizzled man, a tattoo running down his right arm, short sleeves, sweat covering his tense face, standing ready on an open, endless field, of course, wearing a pair of Levi's jeans. Now you go to the Guess website, a company that focuses more on style than jeans, and there are images spread out like photographs, with muscular men in unbuttoned shirts blowing in the wind. With their scruffy faces and golden tans, the men on the site... in the center of the paper... a broken world, with a scene in which a crowd berates a man in a suit, who then collapses in his office . Compared to the 'Live Unbuttoned' campaign, Levi's says the time for carefree is over; it's time to take back your country. This also resonates with the original packaging of the Levi's 501 jeans, jeans made for America's original pioneers, the workers of the west. While McDonald's sells a quick burger and a break in the day, Levi's focuses on selling an entire lifestyle. to resonate with Americans' current attitude toward bullying, destructive corporations. Levi's tries to make its pants represent the fight for freedom and nonconformity, the fight to be yourself and the fight to take back your country. They don't sell fashion or strong pants; they are selling unity and the fight to bring America back to the Americans.